IA and CX are the focus of a global retail event: trends should be reflected in Brazil

A NRF 2025: Retail’s Big Show, the largest retail event in the world, held from January 12 to 14 at the Jacob K. Javits Convention Center in New York, brought to light the main trends and technological innovations that are shaping the future of the segment. With the participation of more than 6,200 brands from around the world, the event provided three days of learning, collaboration and discoveries in the retail sector, exposing news that should be on the radar of Brazilian stores.

One of the main highlights of the fair was Artificial Intelligence (AI) and its impact on retail. With the support of computer vision and smart cameras, the tool is being used to increase personalized recommendations, optimize processes, increase security and offer continuous assistance to customers.

Claudio Jr., founder and CEO of Riverdata, a startup that develops artificial intelligence for retail in order to increase productivity and reduce operational losses in stores, reinforces the importance of AI in the sector in the face of what was presented at the event.“A artificial intelligence is revolutionizing by allowing companies to offer personalized and efficient experiences to customers. In a post-pandemic context, where physical stores have gained even more strength, this is fundamental. NRF 2025 was proof of this. Industry giants such as Amazon, Target, Walmart and Sephora, are already adapting and soon the transformations will need to be faced by all”, he says.

The convergence between the digital and physical world was also one of the biggest trends pointed out, showing how brands are perfectly integrating the two worlds to create fluid and interactive experiences 61% preferred by Brazilians, according to Zendex & TD that increase personalization and customer satisfaction. In this context, digital twins to simulate physical stores, virtual tasters & even smart mirrors, as a study presented by Sephora & hybrid experiences emerge as increasingly palpable possibilities. 

Still in the scope of the innovations provided by AI, other aspects discussed indicated another significant trend: the customer and his satisfaction, more than ever before they are a non-negotiable priority. Smart carts, grab-and-go cabinets (take and go, in free translation), 3D body scanning, personalization of care through AI and automated checkout are just some of the changes leading retail companies are implementing in operations.

According to a study presented by Macy’s, AI applied to visual merchandising dynamic can increase sales by up to 15%, corroborating to the consolidation of the idea that a good customer experience is a relevant competitive and commercial differential.“The concept of customer at the center was once a competitive advantage, today is a matter of survival. Retail companies that do not pay attention to this can expect problems for the future”, says the founder. 

However, in addition to news, NFR 2025 also contemplated challenges and limitations of AI. “The inclusion of AI in day-to-day operations is not easy, but it is worth it. The trends presented at the event should not be seen as threats, but as opportunities to optimize business and stand out”, adds Claudio Jr. With the emergence of disruptive technologies, the integration of existing data, team training and the adaptation of physical spaces are challenging processes for several companies, since they require investment and organization, but the return of such a transition is promising.